Stop Selling, Start Connecting: Unlocking the Power of Engaging Social Media Content
- Dec 23, 2024
- 4 min read
When I was a little girl, growing up in a small town in Montana, I wanted to be an Oceanographer. I didn’t even really know what that was. I think it was more of the allure of the ocean and how it was unlike any of my life experience up to then. There was something magical and mysterious about it—a world so vast and hidden that it felt like the ultimate adventure. Fast forward to today, I’m still fascinated by the ocean and all its secrets. Take sperm whales and giant squid, for example. Did you know sperm whales might eat up to 308 million giant squid every single year? This is the stuff I tab-scroll late at night because I just need to know more!
Click HERE if you are here just for fascinating information about Sperm Whales 🐳 and Giant Squid 🦑.
And that’s the beauty of curiosity—it drives us to explore, learn, and connect in unexpected ways. In the same way, social media thrives on sparking curiosity and building connections. It’s not just about the content you share; it’s about the sense of wonder and engagement you create with your audience. That same excitement about the unknown can fuel your social media strategy, helping you engage your audience by sharing more than just your products or services. By creating engaging social media content, you can captivate your audience and build meaningful connections. Let’s dive into how creating content that inspires, educates, or entertains can transform your brand online.
The Blueprint for Engaging Social Media Content
People Follow People, Not Just Businesses
Social media is inherently social. People don’t log in just to be bombarded with advertisements—they’re looking for connection, entertainment, and insights. By sharing content that resonates with your audience on a human level, you’re building a community, not just a customer base.
Example:
If you’re a coffee shop, instead of only posting your menu items, share behind-the-scenes clips of your baristas, tips for brewing the perfect cup at home, or fun facts about coffee’s history. This creates a deeper connection with your audience.
Showcase Your Brand’s Personality
Your brand isn’t just what you sell—it’s how you make people feel. Non-promotional content gives you the freedom to show your brand’s personality, values, and vision in a way that feels authentic.
Ideas:
Share memes or lighthearted posts that reflect your brand’s sense of humor.
Highlight community involvement or causes you support.
Post inspirational quotes or industry-related insights.
Be the Solution, Not the Salesperson
When you create content that solves problems, entertains, or educates, you’re adding value to your audience’s lives. This positions you as a trusted resource rather than just another company trying to make a sale.
Example:
A gym could post workout routines, nutrition tips, or mental health advice rather than just advertising membership deals. This builds trust and keeps followers engaged, even when they’re not ready to make a purchase.
Engage Through Storytelling
Stories captivate people. They draw your audience in and make your brand relatable. Use storytelling to highlight customer experiences, share your brand’s journey, or even create fictional scenarios tied to your industry.
Tip:
Tie your stories to universal themes like perseverance, creativity, or humor to make them relatable and shareable.
Start Conversations, Not Just Posts
Social media isn’t a one-way street. Encourage interaction by asking questions, running polls, or creating challenges. When your followers engage with your content, algorithms are more likely to boost your visibility—and it fosters a sense of community.
Examples:
“What’s your go-to morning routine? Comment below!”
“Which of these designs should we launch next? Vote in our poll!”
Tap into Trending Topics and Universal Themes
People love content that feels timely and relevant. By tying your posts to trends, holidays, or global events, you can create shareable moments that extend your reach.
Example:
A tech company could create a fun post for Earth Day, showcasing how their products help reduce waste or save energy. This connects their business to a larger narrative without feeling overly promotional.
Why This Strategy Works
When your social media content goes beyond your products or services:
You’re memorable: People will think of your brand as more than just a company; you become a part of their daily lives.
You build loyalty: Providing consistent value fosters trust and long-term relationships.
You’re shareable: Engaging, entertaining, or educational posts are more likely to be shared, increasing your reach organically.
Tips to Make It Feel Authentic
Stay true to your voice: Whether it’s witty, professional, or inspirational, consistency is key.
Engage authentically: Reply to comments, share user-generated content, and genuinely interact with your followers.
Balance it out: Mix non-promotional content with occasional posts that highlight your business.
Social Media is About People
At its core, social media is about creating connections. When your content goes beyond the hard sell, you show your audience that you’re not just here to make money—you’re here to be a part of their lives. The result? A loyal, engaged audience that will think of your brand first when they’re ready to buy.
So, what will you post next? A behind-the-scenes story? A thought-provoking question? Or maybe even a fun fact about giant squid? The possibilities are endless—and your audience is waiting.
Oh, and one last thing before you go—did you know that giant squid have eyes as big as basketballs? They use them to peer through the darkness of the deep sea, watching... waiting. Suddenly, Jaws doesn’t seem so bad, does it?
